A human-centred platform that turns institutional opacity into a first conversation.
Social Project · HCD Communication
Platform Design
ACOLLIDA
Overview
Catalonia has 787 foster families when the system needs 1,400. I designed a platform and campaign that replaces bureaucratic language with direct human conversation, reaching the people most likely to foster but least likely to see themselves in existing campaigns.
Contribution
- Research
- IA Product Design
- UX/UI Design
Tools
- Figma
- Field Interviews
- Affinity Mapping
- Analogue Urban Intervention
- Quantitative Surveys
- Data Analysis
- Prototyping
Methods
- Qualitative research: interviews in natural, public contexts
- Institutional analysis: DGAIA data 2013–2026 and ICAA survey
- Urban participatory intervention
- UX synthesis, insight mapping and affinity clustering
- Iterative prototype design validated through observation
Pain Points
Emotional Barrier
Fear of attachment blocks action before information is sought.
Invisible Process
No accessible step-by-step; people abandon before they start.
Self-Exclusion
Non-normative profiles don't see themselves as valid candidates.
Indigestible Information
Web and AI return the same result: too dense, too cold.
Institutional Distance
Communication targets the administration, not the actual person.
Problem Definition
“Catalonia's foster care crisis is not a shortage of willing people; it is a failure of communication design to make the first step feel possible.”
Research
Key Insights
Zero Starting Point
Information Barrier
85%
People who searched for foster care online or via AI reached the same conclusion: the information was too complex and too cold to act on.
Law vs Reality
Systemic Gap
67%
Despite legal priority for family placement, 67% of Catalonia's 7,776 fostered children live in residential centres, and the gap is widening.
Knowledge Overestimation
Perceived vs Real
99%
Every person interviewed believed they knew more about fostering than they did: a gap between self-assessed and real knowledge.
No Cal Ser Perfecte. Cal Ser Present as a Solution
This campaign is a platform that meets people where they are, with their doubts, their fears and their real lives, and walks them to the first step.
User Flow
Result
AI Chatbot
- I designed the chatbot's tone as “a friend who knows the system”.
- A trigger button gives access to the chatbot across the entire site.
Proximity-Driven UX
- Short, conversational questions replace long institutional forms.
- Pre-configured options remove the anxiety of an empty input.
Fear-First Structure
- Interaction points map directly to the anxieties found in research.
- A user-centred architecture bypasses the usual official communication.
Visual Identity System
- Headline hierarchies state and refute user misconceptions to intercept hesitation.
- The copy addresses qualitative research insights before people disengage.
Anonymity via Metaphor
- Desaturated photography combined with white line illustrations legally protects minors' identities.
- The drawn figure over adult environments is a poetic invitation to fill an empty space.
Warmth-Centric Palette
- Mustard yellow accents add emotional accessibility.
- The palette deliberately avoids institutional colour conventions.
End-to-End Experience
- A single-page system brings together the test, the process, testimonials and the agenda.
- Several navigation paths serve different kinds of visitors at once.
Orientation-Driven Funnel
- A quick diagnostic test shows how well each person fits fostering.
- Each result leads straight to a concrete next step.
Empathy-Sequenced Conversion
- Contact details are only requested once users have built some trust.
- Data collection is placed to match the user's emotional readiness.
Conclusion
Closing the foster care gap requires replacing institutional complexity with an empathetic, human voice that validates the user.
